Posts Tagged ‘steven davidoff’

I haven’t previously cited a story from the NY Times feature “Deal Book” (a business column about mergers and acquisitions), but then they haven’t previously written about Twinkies.

Yesterday’s history of the ups and downs of the Twinkie by Steven M. Davidoff, an Ohio State University professor, drew me in.

“It was created in 1930 by an executive working at Continental Baking who was looking for a product to sell after strawberry season ended, when the factory line for cream-filled strawberry shortcake sat empty. The yellowish, cream-filled Twinkie was a hit and the company quickly expanded.”

Mind you, I am not one of the heart-broken fans who expected Twinkie extinction after Hostess Brands filed for bankruptcy last year. Even back in elementary school days, my parents regarded some things as junk food, Twinkies among them. I myself craved classmates’ pink snowball cupcakes with the frosting that could stand on its own (literally). Snowballs also were off limits.

Prof. Davidoff tells how the Twinkie and its sister products was passed from acquirer to acquirer more often than an ugly sweater in your company’s Yankee Swap.

In the end, liquidation of Hostess Brands and the outcry from Twinkie fans led to a new sense of its worth. Two private equity firms have agreed to buy it.


Photograph: Politico.com

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